You are all getting your hopes up...
It is fun to wish, want, dream... but Apple doesn't need to knock 25% off the price of the iPhone to sell it.
Yes, I know they knocked of 1/3 the price previously, but that was it.
If you look at previous years sale prices, they are not earth shattering. Keep in mind that you can't combine deals either, so if you are a student wanting a Macbook, you probably won't get any deal better than you already can.
We will see 10% off here and there, and discounts when buying software at the time of purchase etc.
Or get your hopes up and picture yourself walking in with $600 and walking out with a new tablet/touch/updated MBP/with SSD and a cheese grater instead of an optical drive... I don't care.